With over 30 years of experience in the cruise, travel, and tourism industries, he thrives in environments that present new challenges or changes for the cruise industry. He is a natural leader and ambassador, adept at driving business forward by building lasting relationships with clients, authorities, and stakeholders both globally and locally.
Article from CruisesNews magazine no. 58 – September 2021
In 2003, he founded and then grew Intercruises Shoreside & Port Services, a brand within the TUI Group, from a single port operator business in Barcelona, Spain, into the world's largest cruise management business. Subsequently, as Commercial Director of Global Ports Holding, the world's largest cruise port operator, Mark developed its commercial strategy, enhanced the customer experience, and spearheaded the development of the group's ancillary services across its 21 cruise ports worldwide. He played a pivotal role in the acquisition and negotiation of the company's Caribbean cruise ports and other ongoing global projects.
He has successfully completed senior executive leadership programs at the Insead Fontainebleau Business School in Paris and has participated in several executive leadership programs during his tenure at Kornferry. Mark was executive chairman of the CLIA Diamond Associate Member program and is an active speaker and moderator at various global cruise and tourism industry events, such as the International Cruise Summit held annually in Madrid.
What is Cruise Saudi? Tell us about the project.
Cruise Saudi is headquartered in Jeddah and was formed to develop the port infrastructure and services necessary to scale a full range of the cruise market along the Saudi coast. The company is responsible for port development in key destinations in Saudi Arabia, as well as expanding cruise services, from marketing and Shorex development to maritime operations in coordination with cruise lines. Cruise Saudi works closely with regulatory and ministerial authorities to build the cruise ecosystem with the goal of positioning Saudi Arabia as a world-class cruise destination in the Red Sea and the Arabian Gulf. Cruise Saudi is 100% owned by the Public Investment Fund (PIF).
We have a robust plan to deliver all the necessary components of a world-class cruise experience, ready to welcome more than 2 million passengers annually with a clear focus on sustainability and customer satisfaction. The company is both the architect and the driving force behind the cruise industry in Saudi Arabia. We are responsible for building and managing a sustainable cruise port infrastructure that will transform the country into an accessible cruise destination, as well as building synergies with cruise lines worldwide interested in bringing their guests to Saudi Arabia. We look forward to welcoming more cruise lines to Saudi Arabia's shores and participating in international itineraries. Furthermore, we aim to fulfill our role in Vision 2030 by creating 50,000 direct and support jobs within the Kingdom.
What are the main objectives of your role?
Cruise Saudi's key focus is to develop the infrastructure during these early stages, as well as build a sustainable industry, ensure the health and safety of all passengers and crew, enhance the overall enjoyment of our guests, and train not only our employees but also local and private sector talent.
In addition, Cruise Saudi's responsibilities include securing vital partnerships with international cruise lines, such as MSC Cruises, which has committed its ships to a five-year agreement covering the waters along the Red Sea and the Arabian Gulf, and already has the MSC Bellissima in operation for the summer and winter seasons, and Scenic Group, which has the ultra-luxurious Scenic Eclipse operating during the summer season.
Our long-term goal is to increase collaborations with all stakeholders and cruise lines to develop long-term partnerships and successfully maintain those partnerships for the benefit of all parties involved.
Saudi Arabia aims to increase the number of tourists to 100 million per year.
We know Jeddah, of course, but what other places are emerging?
Saudi Arabia offers multiple must-see destinations, with three UNESCO World Heritage sites appearing on cruise itineraries for the first time, all backed by a vibrant, warm, and welcoming culture.
Outside of Jeddah, the port city of Yanbu will be AlUla's coastal access point. Yanbu presents the two faces of modern Saudi Arabia. In the old town, there are coral stone buildings, including a former home of T.E. Lawrence, a lively night market, and plenty of restaurants where you can enjoy the day's catch al fresco. The city, known as Saudi Arabia's diving capital, is also a short trip from Mount Radwa, the highest point in the Al Nakhil mountain range, whose jagged peaks feature prominently in local folklore.
AlUla is making a name for itself worldwide as a unique historical, cultural, and adventure destination, with its red sand desert landscapes and haunting Nabataean monuments, such as Hegra, Saudi Arabia's first UNESCO World Heritage Site and the largest preserved site of the famous ancient Arab civilization south of Petra. AlUla is currently undergoing comprehensive development aimed at transforming it into the world's largest living museum.
It is also worth mentioning the port of Duba in NEOM, as the project borders Saudi Arabia, Jordan and Egypt with around 26,500 square kilometers in the Gulf of Aqaba.
Further south, off the coast of Jazan, lies a hidden gem called the Farasan Islands. Home to just 12,000 residents, the islands are so rich in biodiversity that they have been declared a protected area by the Saudi Arabian Wildlife Authority.
Meanwhile, Dammam, Saudi Arabia's most famous port on the Persian Gulf, is a modern metropolis, a popular destination for arts, sports and entertainment, and a gateway to Al Ahsa, another UNESCO World Heritage Site known as the world's largest oasis on the edge of the "Empty Quarter".
Emerging destinations include the NEOM economic zone, the Qiddiya entertainment zone, the pristine mountainous region of Soudah, and the flagship Red Sea megaproject, slated for completion in 2030 and aiming for up to one million visitors per year.
How will inbound tourism compare to outbound tourism?
Saudi Arabia is an exciting new inbound tourism destination on the world stage. The country truly has the landscapes, history, culture, and gastronomy to attract visitors from all over the world. According to forecasts from the Saudi Arabian Tourism Authority, the country is preparing to attract 100 million visitors by 2030 by developing its tourism infrastructure, including six passenger ports on the Red Sea and the Arabian Gulf, and restoring 38 sites in seven key locations across the Kingdom. Cruise Saudi is working closely with the national airline, Saudia, to enable efficient global air transport from key cities around the world to connect with cruise departures.
Currently, summer cruises are visiting Egypt and Jordan, and the winter season will add the UAE and Qatar route to the offerings, marking the beginning of a new era of regional tourism that opens up new opportunities for neighboring countries. In an effort to improve accessibility, measures are being implemented to promote inbound tourism, such as visa concessions and direct flights.
For the winter season, we anticipate around 50 percent Saudi guests and 50 percent international guests, mostly European due to the ease of travel between Europe and Saudi Arabia.
Saudi Arabia offers multiple must-see destinations, with three UNESCO World Heritage sites appearing on cruise itineraries for the first time.
What will Saudi Arabia's outbound tourism market be by 2030?
Outbound tourism is a natural progression for us as Saudi citizens become more accustomed to exploring via cruises, both at home and abroad. By generating awareness and appetite for cruises in Saudi Arabia, we are bringing a previously untapped customer base of over 34 million to the global cruise market. In this way, Cruise Saudi is bringing an entirely new source market to the global cruise mix.
How will Saudi Arabia position itself in the market? What will be the main target markets?
With the capacity and infrastructure to receive cruise ships from around the world in the calm, crystal-clear waters of the Red Sea and the Arabian Gulf, Saudi Arabia is now in a position to offer tourists the opportunity to explore its unique landscape and discover its astonishing diversity.
The country's inbound tourism is still in its early stages since it introduced a simpler tourist visa application process in 2019. According to Vision 2030, Saudi Arabia aims to increase the number of tourists to 100 million per year, representing 10 percent of GDP, matching popular tourist destinations such as Egypt.
The country offers superior connectivity to the rest of the world: approximately 250 million people in Europe, Asia, and Africa live within a three-hour flight of the Red Sea or the Arabian Gulf. With our cruise line partners opening bookings for the winter season, we have seen strong interest from across Europe, particularly Italy, the UK, Germany, and France, as well as from the US and Canada. We also expect a robust domestic and regional market as passengers from Saudi Arabia and the wider GCC region come to experience the cruise lifestyle.
When did the first cruise operations begin?
In just a few weeks in the summer of 2020, the Saudi Arabian Port Authority (MAWANI), in collaboration with more than 10 ministries, built a new cruise terminal at the Islamic Port of Jeddah, providing the critical infrastructure needed for the industry.
A small trial was conducted during the summer season of 2020 with Silversea, one of the few cruise lines that sailed during the pandemic. The trial was a great success and demonstrated that Saudi Arabia could become a highly desirable cruise market.
Our first full summer season began in July 2021 with the Scenic Eclipse sailing on the 15th, followed by MSC Bellissima at the end of the month, from Jeddah along the Red Sea coast.
Tell us about Vision 2030.
Vision 2030 is a roadmap for Saudi Arabia's strategic positioning that aims to leverage the investment power of the Arab and Islamic worlds to build platforms for future growth and improve the quality of life. Reflecting the Saudi leadership's desire to open the country to the world, the Vision revolves around continuous improvement.
Cruise Saudi is an enthusiastic supporter of Vision 2030, which creates an additional economic pillar, another engine of growth, and a new dimension of experience in Saudi Arabia's tourism sector. With an operational strategy based on sustainability and environmental awareness, the company is opening up new opportunities for tourism, business, entrepreneurship, and culture along the country's pristine coastline.
Cruise Saudi is working towards its Vision 2030 goals by supporting the development of the tourism industry, stimulating foreign investment, and connecting Saudi Arabia with the rest of the world. The company aims to leverage the country's strategic location at the crossroads of Europe, Africa, and Asia to establish the Arabian Peninsula as a premier global cruise hub by developing six passenger ports on the Red Sea and the Arabian Gulf and attracting major international cruise lines to Saudi waters.
In line with our growth plan, over the past six months, we have built a team of more than 40 members that includes promising and dedicated Saudi professionals, as well as cruise industry experts from around the world.
Saudi Arabia offers multiple must-see destinations, with three UNESCO World Heritage sites appearing on cruise itineraries for the first time.
Saudi Arabia aims to increase the number of tourists to 100 million per year.
